Calls for Boycott of Naturium After Founder Posts Photos from Tel Aviv Beach

Susan Yara, founder of the popular American skincare brand Naturium, has faced a wave of backlash and boycott calls after posting photos from a Tel Aviv beach on her official Instagram account. Although Yara did not explicitly reveal her location, followers quickly identified the Tel Aviv promenade and the Hilton Hotel in the background, as well as Israeli model Stav Natanel-Nagar posing alongside her.

Yara, who gained fame through her YouTube channel Mixed Makeup before launching Naturium in 2019, shared the beach images earlier this week. The post sparked harsh criticism from pro-Palestinian social media users who condemned her for sharing photos from Israel and vowed to stop using her products. Comments included accusations referencing the security fence visible in the background and calls for karma to catch up with her.

Stav Natanel-Nagar, the Israeli model featured in the photos, told N12 that she is friends with Yara through mutual acquaintances and suggested Yara might have anticipated the reaction. Natanel-Nagar herself has also been targeted online, with some sharing a TikTok video of her in military uniform and falsely accusing her of war crimes related to Gaza. She described experiencing a social media lynching, including having her Instagram account blocked twice.

Despite the controversy and ongoing hostile messages, Yara continued to release new products over the weekend. The incident highlights the sensitivity surrounding public figures' connections to Israel amid ongoing regional tensions.